Kourtney Kardashian launches Poosh - So what exactly is it?

Kylie has Kylie Cosmetics, Kim has KKW, Khloe has Good American -- and Kourtney has Poosh.

So what exactly is Poosh? It's a content-first modern lifestyle website that covers everything from wellness, travel and beauty to fashion and career advice (even including recipes for her avocado smoothie).The brand name is a nickname Kourtney uses to call her six-year-old daughter, Penelope.

"It’s a place of discovery,” Kourtney told Vogue. Poosh will be "curating a lifestyle that's very much the lifestyle that I lead...It’s important to use my voice to share everything I’ve learned."

In short, Poosh is a sexier approach to Gwyneth Paltrow's lifestyle brand Goop -- with a Kardashian twist. Kourtney's brand is also set to launch a line of Poosh products, similarly to Paltrow's Goop merchandise.

"I decided to launch Poosh because I felt that there was something missing in the healthy lifestyle space. Healthy living gets a bad rap; it’s as though if you care about what you put in — or on — your body, then you’re not sexy or cool. But this just isn’t true, and Poosh is here to prove just that," Kourt explained in a note on the brand's site.

Earlier in March, the mom-of-three teased her 75.6 million Instagram followers with a nude photo, captioned "Coming Soon" alluding to the launch of her latest venture.

The oldest Kardashian sister famously advocates for restricted regulations in the use of beauty and lifestyle products. Last year, the Environmental Working Group took Kourtney on a trip to Washington D.C. where they met with the Senate Committee to discuss the Personal Care Products Safety Act in efforts to get congress to update the 80-year-old FDA regulations in the beauty industry.